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April 8, 2014

55: Dynamically Adapting a Changing Content Focus to Your Social Media Marketing Strategy

55: Dynamically Adapting a Changing Content Focus to Your Social Media Marketing Strategy

Is your business changing? Offering new products or services or maybe concentrating strategically on one or two products instead of ten? Your content strategy needs to change as well. Learn what you need to do - and what to expect as a result - from this podcast.

 

Transcript

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welcome to maximize your social actionable advice on how your business can maximize your social media presence. Now the host of Maximize your Social social media Author, speaker, consultant and founder of Maximize Social Business Neal Schaefer. Greetings, everybody kneel. Schaffer knocks a miser social. You know who I am. You know what this podcast is about? I don't think I need to make any more introduction, but you know Maura, Maura, this podcast is becoming the Seth Higgins questions and answers podcast. Because stuff was so inspired by maximize your soldier and ask me so many questions that I really want to make sure I answer every single one of them. And I'm gonna keep going toe ideo and I encourage you all as well. If you have a question, please let me know. Let me help you maximize your social. So let's go on to the next topic that said had and I will say that his questions of re short because they were included in 140 character Twitter direct messages. So, you know, excuse the brevity of what he was asking, but his next question was shifting content midstream. How do you change the course of a blawg from wide ranging, too focused when you've been wide ranging. And this is a great question. This is actually something that off experienced because my block started with a wordpress dot com. Blawg expert answers to your linking questions, which then went to windmill networking, and it was still very linked in centric. But it got a little bit broader, and now, with maximize social business, it's gone extremely broad. Now if I wanted to take that narrow, this is exactly what I think. Seth is getting up. But either way, shifting content midstream is natural. Businesses organizations are dynamic. The products that you carry may change. Your industry might change, except if you're obviously very, very well stab list in a very, very stable industry. But things change, right, and what's gonna happen is if you create your social media strategy as the outline and maximize your social and you do your PC and you do your checking on a regular basis, you're gonna notice that there's some type of content invariably, that's gonna do better than other types of content, and therefore, in some ways you might be shifting a little bit more narrow because you want to emphasize that content that is really engaging, or this is one thing I'd like to do at my Rutgers University class and whenever I do a more interactive workshop where I'd like to ask people questions is if your company is aiming for, you know, in five years from now you have a B to be in a BBC product or service, and five years from now you want to double U B to see sales over B to B. Obviously, your blood content is gonna change as well, because you want to emphasize Maur of those consumer facing products and service is than the business facing ones. Right? So, Seth, it's a great question, regardless of their status. If you haven't done it before, you're going to get to a point where you need to change content midstream, and it's not hard to do. It really comes down to those content buckets and the weight of each of those content buckets and analyzing them. And make sure that that weight and the names of the buckets online, with your strategy and with you know the way the blog's work, if you're content buckets are organized by categories, then obviously, there's gonna be a few categories where you're gonna give logging, Maur and more and more about. And I guess there's a few different ways of looking at it. You can, either. You know, if you have 10 categories now, and you're gonna go a lot more narrower, you know you could, in essence, take those other categories of content and put them in another's buckets and really emphasize the two or three buckets that you plan to block most about. You could do something similar to what I did on maximize social business, which is organized. All the buckets the have into four major buckets, 45 major bucket threat platforms, which go over all the different social networks. Disciplines which go over all the internal departments of a company. Industries right themes and then marketing is one. So that's another way of organizing the buckets. But I don't think that you need to do anything different than what you've done. It's just blogging on certain topics more frequently than other ones, but you're gonna have to issues that come up, and these are two wishes that off had come up personally when I went through these different changes with my block, none of which I've regretted. And I really wouldn't do anything differently but their fax that you will have to deal with when you do this fact Number one. If you have authority with Google on certain key words of certain content that are not part of the focus that you have your website traffic is gonna go down. You're going to take a hit because what's gonna happen is Google is still going to send you traffic for those pieces that you already have authority for. But you're not gonna be introducing any new content around those topics and you're probably not gonna go back in and, you know, maintain or revised those old block posts because they're not important your company anymore, right? So when I talk about Facebook versus linked in quantity versus quality, it's all about for a lot of companies quality. So be prepared to take a hit. If those keywords and Google search and other search engine visits don't go to content that you plan to keep narrow, if they do go to content, that's part of your plans to focus on than all the better you're gonna get even more authority and even more traffics. That's good. But if not, you know, understand, that's probably what's gonna happen. The other thing that you need to face is that your readers are not ready for the transition because they're used to hearing about certain. So we're content from you. And I was like, This is Well, you know, I concentrated on linked in and my first book was really about professional networking in an online world. Personal branding. You know, it wasn't about B two b sales or marketing or even the job hunt, and it was really in 2009 before most companies were using Lincoln for sales and marketing. But it was when a lot of people using thinking for the job search so immediately I started getting pulled into job search conversations and there was some block post I wrote about that. Now that is not relevant to me today, and I know when I first veered off that topic and started talking about more business topics and I started getting up to Lincoln Topic and talk about other topics, I know that I lost some of my readership and that's okay. The content that I provided them and that your business is provided up until now has served that audience and will continue to serve that audience in your archives and the fact that it's indexed by Google. But really, you want to focus on that content that's gonna help you achieve your business objectives, and in doing so, you're gonna have to generate a new readership. So expect that engagement to go down and inspect other things to go down. As you do that there's gonna be a transition period. But I've got to believe that with social media and with engaging with the right people and players in any given industry and social media and sharing your content and creating first of all, great content that's terrible and sharing it in the right way and the right mediums and in the right networks, I would tend to believe that you're gonna gain new fans. You know, I don't know if it's gonna be a matter of days, weeks or months, but there's gonna be this transitional period that you're gonna go through from an engagement and from a website view perspective, it is something natural. That's why when you start to get more focused. You may want to write a block post that's is going forward. This is what we're gonna do because that's what we're passionate about. This is what our businesses and this is how we can help the most people, right? I sort of came out with a similar block post. I recommend that you do something similar and let people know, you know, going forward, This is this is the plan is what we're going to talk about. We look forward to engaging with you and providing you even Maur resourceful content. So I think that it's not something that you have to worry about. I think it's something you have to do because your social media strategy and what you blogged about is all driven by those business objectives. And if they change, you need to change with them. So instead of tracking, you know, metrics that are irrelevant because the traffic you're generating is not converting, because the content that you're dangling out there is irrelevant what your business does. Now get into that focus and get those metrics going, and you may have to do a reset on your baseline metrics because your baseline metrics may have been determined Bye contents or engagement in a bigger space or on a broader range of topics. And now it's gonna get more narrower, and that might not happen. So almost doing a reset, I think in most cases is gonna be the best in area. But nevertheless, when you shift content midstream, you shift. You let people know you still keep giving great content. If you really want to make it apparent, you can redo your social profiles. I don't really recommend you do it, but at least redo your bios and the keywords to reflect. You know what you're gonna be tweeting about or what have you are sharing in social media that also help lesson that blow that I think you're gonna get Thio. So, Seth, I hope that advice helped you. I think it's something that a lot of companies have gone through and will continue to go through. And therefore I thought it was a great topic, and hopefully if it hasn't hit you yet, it's gonna be something that's gonna be helpful for you in the future. Hey, hope you enjoy this podcast listening. This podcast, whether you're on a trampoline somewhere in the world as some of you are. When you're less in your in your car, you're at the gym wherever you might be. I really appreciate all your support would appreciate if you shared the iTunes soundcloud stitcher. Maximize your social dot com link with your friends. Give it some good ratings if you think it's recommendable and let me know if you have any questions you'd like me to talk about. That's the closest we can get to a one on one conversation right until then. Wherever you're on the world, make it a great day for everybody. Thanks for listening to maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on the show or recommend content, please contact Neil Schaffer at Neil at Maximize Your social dot com. Thanks for listening and have a great day